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The business of film
The business of film

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3.4 Marketability versus playability

As viewers, we often think about how ‘good’ a film is. But those whose job it is to get people to see films have to look at this a little more deeply. Alex talks about two concepts often used in the marketing of a film.

They are ‘playability’ – how the audience responds to the film when they see it – and ‘marketability’ – how easy it is to get audiences interested in wanting to go to see it.

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Video 5 Alex talks about playability and marketability
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Think about a film you've seen recently. Consider your own decision process for seeing it, and then whether you ended up liking it or not. These are, of course, quite different judgements.